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Diaspora marketing

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Diaspora marketing

  1. 1. Diaspora Marketing Author: Nirmalya Kumar Jan-Benedict
  2. 2. What is Diaspora?  The movement, migration, or scattering of a people away from an established or ancestral homeland where their ancestors lived.
  3. 3. Background  Large private companies and State owned Enterprises take the Global Plunge.  Now what about Other companies??  Do they have to give up??
  4. 4. Success Stories  Haier  Lenovo  Tata  Mahindra  Embraer Learning to outsmart than outspend
  5. 5. Marketing to Diasporas  Increasingly attractive  Shrunk Distances  Affordable Air travel  Inexpensive Telecommunication 150 Million 214 million
  6. 6. Challenges of Immigrants  Maintaining their cultural distinctiveness while living in foreign society  Affiliating themselves with Host culture
  7. 7. Segmenting Diaspora
  8. 8. Assimilators  They adopt host country culture  They won’t buy products from homeland  Hyper prone to purchase home country brands
  9. 9. Marginal  Usually Poor people  Lack economic and educational opportunities  Affordability, Functionality and Durability  Culture don’t influence their purchase decisions
  10. 10. Ethnic Affirmers  Prefer Home country products  Stick to cultural values  Retain their identity  Attractive segment
  11. 11. Bicultural  Sense of belonging to both home and host country  Better educated  Higher incomes  Socioeconomic status  More involved in local social networks
  12. 12. Evaluating Diaspora’s Potential  Does the brand have universal appeal??  Superior Product performance  Compelling value  Country of origin effects
  13. 13. Cont….  Is the Diaspora Large enough??  Will the Diaspora’s distribution allow the brand to expand nationally??  Will the diaspora’s socioeconomic profile help the brand??
  14. 14. Dabur: Global Brand  In 1980, exported products to Indian Diaspora in UAE.  5 million Indians in Gulf region  Then Forays into developed markets of Uk and US  Advertisements didn’t work  Surge interest in all-natural products  Country of origin Credibility and superior performance
  15. 15. Conclusion  Without being Global countries cannot develop  Developed economies UK, US, France, Germany have made their path  Developing economies need to have smart strategies to overcome obstacles and RISE in the growing countries Lead.
  • vimalkumar315

    May. 8, 2018

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